This year what stood out to me was Doritos.
Not only were their commercials the most hilarious, they were fan-made. This means Doritos scored in two ways: They put less effort into the commercials and got more out of them. The fans were involved and excited and willing participants. That's a recipe for success right there.
So how do writers follow this lesson? What about putting together an anthology? Hosting a contest of posters and paintings and fanvids based on your book?
Do you think this would work? What are your ideas?